For the first time, mankind used the brand even in the days of Ancient Egypt, when to identify the creators of the brick craftsmen put a brand on the bricks they made. Trademarks appeared in Greek and Roman lamps, Chinese porcelain. However, the flourishing of the branding idea came in the second half of the twentieth century, and this was due to the appearance on the market of a large number of similar products. Thus, there was a need for visualization of the trademark and in the advertising strategy. Successfully selected identity and branding have become an effective method of fighting against competitors. The product has a face and character. The brand acquires an identity with which it is associated with consumers.